市场调查方法(英文版)第十四章.pptxVIP

Chapter 14Basic Data Analysis;LEARNING OUTCOMES;The Nature of Descriptive Analysis;EXHIBIT 14.1 Levels of Scale Measurement and Suggested Descriptive Statistics;;;EXHIBIT 14.2 Cross-Tabulation Tables from a Survey on Ethics in America;EXHIBIT 14.3 Possible Cross-Tabulations of One Question;Cross-Tabulation (cont’d);EXHIBIT 14.4 Cross-Tabulation of Marital Status, Sex, and Responses to the Question “Do You Shop at Target?”;Cross-Tabulation (cont’d);Data Transformation;Calculating Rank Order;EXHIBIT 14.5 Executive Rankings of Potential Conference Destinations;EXHIBIT 14.6 Frequencies of Confere